The operator of hostels, bars and pubs across 10 cities in seven countries usually hosts Europe-wide Live Your Life parties and in-house celebrations on 30 July to mark the birthday of Beds and Bars CEO Keith Knowles’ late wife Franca Knowles.
However, in light of restrictions imposed by the ongoing Covid-19 pandemic, Beds and Bars has announced a digital approach to cater for social distancing measures and the fact that a number of its bars haven’t been able to reopen yet.
Between 31 July and 2 August, anyone signing up to non-profit bone marrow donor centre DKMS’ register can claim a free drink at a Belushi’s bar or a Beds and Bars-owned pub.
Those signing up to DKMS’ register can claim a free drink at St Christopher’s Pub in London Bridge or Belushi's Newquay while Belushi's Edinburgh is offering free food.
Further afield, Belushi's Amsterdam, Flying Pig Downtown Amsterdam, the Bauhaus in Bruges, Belushi’s Paris Gare du Nord, Belushi’s Paris Canal and Belushi's Berlin Alexanderplatz, are also participating.
“Despite the new challenges that Covid has bought us and the rest of the industry, we decided that now more than ever we needed to continue to run the campaign,” Beds and Bars marketing director Sophie Herbert said.
According to DKMS’ website, someone in the UK is told they have a blood cancer like leukaemia, lymphoma or myeloma every 20 minutes, with around 2,000 people in the UK searching for a blood stem cell donation each year.
“DKMS has seen a 60% drop in registers during the Coronavirus pandemic making the need for signups even more critical, so during this Live Your Life Weekend, our aim is to raise awareness as much as we can and to rally the support of the industry,” Herbert added.
“You can sign up even if you can’t make it to a local Belushi’s to claim your free drink. Every registration counts and could save a life”
“Our target is to gain 2,000 new people on the register from our Live Your Life campaign this year, with a priority of asking mixed heritage and Black, Asian and minority ethnic communities and ethnic origins where DKMS report far fewer donor matches.
“We encourage everyone to get involved and take a few seconds to join the register.”
To get involved sign up to register to the DKMS register and earn a free drink at a Belushi’s bar or a Beds and Bars-owned pub that is currently open.